SAPTRACK-0110

About the study: The study tracks the experience of mobile users in the city of Hyderabad across a number of parameters. It was conducted in January 2010. Methodology The study is conducted through quota sampling and sample selection was random and spread
Base-150
0.0 20.0 40.0 53.0 60.0 80.0 100.0 120.0 TATA DOC OMO Awareness Level 97.4 88.7 87.4 82.1 79.5 79.5 77.5 73.5 71.5 TATA DOC OMO

across all age groups. The Sample size was 150 and equally divided across 5 zones in the city.

Docomo is top third in awareness.

C. Ranking on the most critical Findings of Survey: Prime criteria for selection of Service Provider
Reason
10.1 13.2

selection criteria
Better Network 18.3 16.7

B e tte r N e tw o r k

8 5 .4

B e tte r N e tw o r k

9.7 8.8

B e tte r s e r v ic e s

4 7 .7

B e tte r s e r v ic e s
Docomo 0.0 5.0 5.9

7.7 7.0 Docomo 10.0 15.0 20.0

V a lu e fo r m o n e y

4 0 .4

V a lu e f o r m o n e y

B e s t O ff e r s 0 20

2 2 .5 40 60 80 100

B e s t O f fe r s

Base-13

There

is

general

sense

of

Base-150

dissatisfaction across service providers on performance against this parameter.

a) Adequacy and reliability of network

is the most sought after criteria in selecting a service provider. Costs of service comes a close second.

D. Advertisement Recall
The top 5 ad campaigns by way of recall is asunder

B. Awareness Level: a) The awareness of service providers

spreads across a range from a high of over 98% to a low of 53%.

A d R e c a ll 5 7 .1 5 5 .1 5 4 .3 5 2 .8 5 2 .4 50 51 52 53 54 55 56 57 58

Base-150

Sapience Consultancy & Research Pvt Ltd

1 January-10

SAPTRACK-0110 b. Biggest reason for switching is High E. VAS Usage

VAS Usage

call rates, Voice Clarity and Network Problem.

For More Detail Please Contact:

70%

Yes No 30%

Mr. Arvind Singh Rathore Sapience Consultancy & Research Pvt. Ltd. #6-3-680/501, 5th Floor Regency House, Somajiguda, Hyderabad-500 082. (A.P) INDIA Cell: +91 98667 03991 Email: arvind.singh@sapience.co.in url: www.sapience.co.in

a. Overall 30% respondents are using

VAS.

b. 46% VAS users belong to age group

of 19-25.

b. Ring tones, hello tunes and voice

SMSs are highest used VAS.

c. Overall

54%

respondents

are

spending less then 50 Rs. For VAS.

d. Customers are not willing to spend

more money for VAS.

e. F. Churn Analysis
Will use same Service 7%

Yes No

93%

Base-150

a. Only 7% respondents are ready to

switch their service provider Sapience Consultancy & Research Pvt Ltd

2 January-10